Joe's Coffee

Branding / IdentityDigitalIllustrationPackagingInterior

Revert was approached to create the branding and interiors for a new speciality coffee shop in Dublin. The client had decided on the name 'Joe's' which is a reference to the phrase a, 'cup of Joe', to describe a coffee. After some research into the origin of the phrase, we stumbled upon the history of a man named Josephus Daniels. Daniels was appointed by United States President Woodrow Wilson to serve as Secretary of the Navy during World War I. Daniels banned alcohol from United States Navy ships in General Order 99 of 1 June 1914. This led to the folk etymology that, 'cup of Joe', derives from Daniels' name. Our research for this project gathered images of Josephus Daniels as well as maritime memorabilia to form an identity that we could build the brand around. The picture below, where Daniels is wearing a top hat, became the influenced for the final logo design as you can see from the sketches below.

Gentlemen of Letters Film

Another interesting part of this project was working with an amazing professinal sign painter named Colm O'Connor and around the same time he was painting Joe's Colin Brady was making a mini film about sign writers in Dublin which you can see below. The film was shown in conjuction with the Sign Painter Movie which is also well worth a watch for anyone who enjoys typography and sign painting.